Strategic Brand Management

Second Edition

Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan

Strategic Brand Management, Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand management. The second edition offers updated coverage of cutting-edge topics and an enhanced Companion Website.

Numerous new illustrative examples to help students understand the link between theory and practice

Greater integration between the book and the Companion Website, with new web exercises and links to examples and brands used in the text

A completely updated and expanded Companion Website offers resources for students (web links, web exercises, and a glossary of terms) and instructors (updated and extended Powerpoint-based slides and links and references for relevant multimedia, print, film, and TV clips)

Strategic Brand Management

Second Edition

Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan

Description

Strategic Brand Management, Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. At the same time, the text also integrates more traditional notions of the brand in terms of equity and positioning. The wide experience of the author team--from consulting with industry leaders to teaching demanding MBA and executive development courses--has resulted in a text full of exciting ideas that are firmly grounded in managerial implications and applications.

Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand
management. By using a wealth of new and up-to-date illustrative examples and case material--including coverage of high-tech innovation--they have created a text that is both cutting-edge in terms of theory and also accessible to students.

Strategic Brand Management

Second Edition

Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan

Reviews and Awards

"Some wonderful, crisp, and incisive writing that shines a light into the mysterious individual and interpersonal regions where brands operate. This textbook is outstanding on the emotional, psychological, and symbolic underpinning of brands and branding. "--Jim Freund, University of Lancaster